Is this makeup brand throwing shade at Rihanna's Fenty Beauty?

The brand is speaking out in response to Rihanna’s inclusive beauty range. (Photos: Make Up Forever Official/Instagram; Getty Images)

Fenty Beauty has been the talk of the town since its launch earlier this month. Rihanna‘s highly anticipated cosmetics line is already regarded as a serious win for inclusive beauty, providing numerous multitasking products and brushes, as well as a whopping 40-shade foundation range that has arguably left many shook — including Make Up For Ever.

“Since 2015, the #ultraHDfoundation released 40 shades for everyone’s unique skin tone understanding the difference between red and yellow undertones,” the initial post concluded, before being highly critiqued and re-edited to include a declaration to continue to improve.

The Instagram post follows a number of tweets sent out by the brand, advertising its large range just before Rihanna’s launch. However, instead of garnering more positive attention toward the brand, the statements seem to have created quite a divide between MUFE fans and those rooting for Fenty Beauty.

“I wish all these brands would stop coming for Rihanna just because she got it right on her first launch! If your product is great then you shouldn’t be worried about another brand,” one devoted RiRi fan commented. Others have provided their more tangible rationale behind their preference for Fenty’s foundation range. “I’m vegan, so any companies that test on animals is a no for me,” someone said in regard to MUFE’s animal testing, while another simply pointed out that Fenty’s foundation is $9 less than the other.

The inclusive nature of both brands has also been taken into consideration by those reacting. Although MUFE is now bringing its expansive shade range into the limelight, some feel like the company hasn’t truly marketed it correctly in the past. “None of your models are diverse y’all only care about European beauty,” someone wrote, “everyone is beautiful and deserves to feel important.” Another echoed the sentiment, writing, “They’re saying they did it first, but they never marketed it to us.”